Summer Training Project (Final)

8/6/2019 Summer Training Project (Final)

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Summer Training Project Report

On

Marketing strategies & promotional activitiesof Coca- Cola

Submitted in partial fulfilment of the requirement of the award of degree inMaster of Business Administration

(Session 2009-2011)

Submitted to: Submitted by:Controller of Examination MANOJ KUMARM.D. University, Rohtak. Roll No-09/MBA/028

MBA 3rd SemesterB.S.A.I.T.M.,Faridabad

B.S.Anangpuria Institute of Technology& ManagementAlampur, Faridabad.


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CONTENT

1) INDUSTRY PROFILE

2) COMPANY PROFILE

I) INTRODUCTION OF THE COMPANY

II) ORGANISATIONAL SET UP & STRUCTURE

III) PRODUCTION PROCESS

IV) SEGMENTATIONOF SOFT DRINK

3) STUDY MATERIALI) INTRODUCTION OF THE STUDY

II) OBJECTIVES OF THE STUDY

III) SCOPE OF THE STUDY

IV) LIMITATION OF THE STUDY

4) RESEARCH METHODOLOGY

5) COLLECTION OF THE DATA

6) DATA ANALYSIS &INTERPRETATION

7) FINDINGS OF THE STUDY

8) CONCLUSION & SUGGESTION

BIBLIOGRAPHY

ANNEXURE


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TO WHOM SO EVER IT MAY CONCERN

DATE :-

Certify that the Project Report titled " Marketing Strategies &

promotional activities of Coca- Cola " with special reference to

COCA-COLA INDIA INC. has been prepared by Manoj kumar, Roll No.

09/MBA/028, (2009-2011)under my direct supervision and guidance.

This Project Report has been prepared by a comprehensive and deep

study on the topic.

The efforts for the completion of this Project Report for Partial

fulfillment of the Degree of Business Administration is praise worthy.

I strongly recommend this report for evaluation.

I wish him all then success in life.

HR-MANAGER


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TO WHOM SO EVER IT MAY CONCERN

It is certified that Mr. MANOJ KUMAR Roll N. 09/MBA/028, is astudentof MBA 3RD SEM.He has completed his summer training project titledMARKETING STRATIGIES & PROMOTIONAL ACTIVITIES OF COCACOLA, under my guidance and I found his project work quitsatisfactory.The project is an original work and has not been submitted to any

otheruniversity or college for the award of any other degree.

Project GuidePrincipal


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ACKNOWLEDGEMENT

It is my proud privilege to place on record my deep sense of gratitude

to my project guide all faculty member MBA Department, BSAITM

College, Faridabad, for his guidance of supervision.

And I am highly indebted to Mr. Vinay Dubey (Sales Executive

Gurgaon, CCI Inc.) for his guidance to me at every step during mytraining, support and encouragement.

I am also obliged to Mr. Venket Raman (ASM, gurgaon, COCA COLA

INDIA INC. ) for providing me a chance to do training in such a

prestigious organisation. Further, I would like to thank the

management of New Delhi Plant also. My thanks also goes to my family

especially my father and mother for inspiring me to do M.B.A.

I would also like to thank my friends and well wisher for support and

encouragement.

Last but not least I would like to thank the distributor and retailers in

gurgaon of Cola- Cola for their co- operation

MANOJ KUMAR


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PREFACE

Keeping in view the need of submitting project report for the "M.B.A

course this project report has been prepared. The topic of this project

report is Marketing Strategies & Promotional Activities of

Coca- Cola ". This "Project Report" is the collection of facts of my

eight weeks training in Enkay tower,Udyog vihar-v, Gurgaon . Today is

the era of cut throat competition, especially in soft drink market there

is server competition. And the importance promotion as a

management tools and increased nowadays. Sales Promotion of a firm

contribute up to a great extent in its success in today's era. The main

concern of my study is to have knowledge and an idea about Sales

promotion of Coca- Cola India Inc. and suggest measure for improving

promotional activities. The whole report is divided in several chapters

to deal with topic in a proper way. The training gave me a chance to

have practical experience and also the reali theoretical knowledge

which I am getting in 'M.B.A'.


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Chapter-1

Industry Profile

Soft drink market demand is very strong in all over the world. Now

there are two major company of Soft drinks Coca-Cola & PepsiCo

which are competitors to each other.

The company consists of Frito-Lay North America, PepsiCo Beverages

North America, PepsiCo International and Quaker Foods North America.

PepsiCo brands are available in nearly 200 countries and territories

and generate sales at the retail level of about $92 billion.

Some of PepsiCo's brand names are more than 100-years-old. PepsiCo

was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.

Tropicana was acquired in 1998 and PepsiCo merged with The Quaker

Oats Company, including Gatorade, in 2001.

PepsiCo entered India in 1989 and has established a business which

aims to serve the long term dynamic needs of consumers in India. The

group has built an expansive beverage, snack food and exports

business and to support the operations are the groups 37 bottling


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plants in India, of which 16 are company owned and 21 are franchisee

owned. In addition to this, PepsiCos Frito Lay snack division has 3

state of the art plants.

The world's largest beverages company Coca-Cola begins more than

century ago. The Coca-Cola Company's world head quarters in Atlanta

Georgia (U.S.A).

On May 8, 1886 was particular day when the worlds largest favourite

soft drink was made by the pharmacist. Dr. John Styth Pernaberton.

That same day that new product made its debut as a soda fountain

drink for five cents a glass. At same point by accident or design,

carbonated water was mixed with the syrup to create that would

become the world's favourite soft drink. Dr. Pemsaron's partner and

book- keeper Frank M. Robinson suggested the name Coca- Cola, it

has two Cs would look will in advertising and they penned the famous

trade mark in his new favourite script.

After making soft-drink, he began to advertise and on May 29, 1886

the first advertisement Coca-Cola "Delicious and Refreshing". In 1886,

the average sales was nine drinks per days.

Dr. Pemberton had thought about the potential of the beverage, which

he had created, after the demise of Pemberton in the year of 1888 an

Ationta druggist and businessman, Asa G Candler actively purchased

the out standing shares of Coca- Cola, because he knew the potential


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of the Coca- Cola and in 1891 he invested $2300 and acquired

complete control.

Mr. Candler had enough knowledge of marketing. He pioneered the

concept of Coupling by distributing complementary glasses of Coca-

Cola. He did something to promote the beverages on such items as

calendars, fountain and clock, sales increased ten fold. He had first

registered the trademark "Coca-Cola" in the United States Patent

Office on January 31, 1893 and had been renewed periodically.

In 1894 the company opened its first syrup manufacturing plant

outside Atlanta in Dallas Texas and the following year another plants

opened in Chicago and Los Angeles. In 1894 merchant Joseph A

Bidenharm of vicksuburg, Mississippi became the first batter of Coca-

Cola when he installed bottling machinery in his candy store. In 1889

large scale bottling began when Benjamin F. Thomas and Joseph while

head of Chattangoga. Tennorre, Secured from chandler for $1

exclusively right to bottle and sell Coca-Cola nearly everywhere in the

United States.

After opening the first bottling plant same year John T. Lopton,

entered into the business of Coca- Cola, and he did contrast with

entrepreneurs to establish community bottling operations and

exclusive territories to market Coca- Cola that began today's

worldwide network of bottling companies, most of that are still locally

owned and operated. And now today the bottling system has become


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a backbone of the Coca-Cola company's soft drink operations, and

makes Coca-Cola a local product for consumers around the globe.

In 1919 the owner of the company again changed, candler sold the

Coca-Cola for $25 million to Atlanta banker Ernes Woodruff. Ernest

Woodruffs33 years old son, Robert was elected president of the Coca-

Cola Company. He reincorporated the business as a Delaware

Corporation and 5,00,000 shares of common stock were sold publicity

for $40 per share. Rober Woodruff was a very enthuiasic person, he

wanted to give the company a new way and to take the company to

greater height.

In 1967, Duncan foods, a coffee produce was acquired by the

company and led to the formation of the Coca-Cola Company's food

division.Which has known as the minute maid company. A new

product wine was manufacturing in the United states from 1997 to

1983.

In 1991, The company and the Nestile S.A. formed joint venture

company, it was established primarily to manufacture, market and

distribute ready to serve tea beverages and coffee beverages under

the trademark Nestle and Nescafe respectively. This joint venture was

established on a world wide basis with the exception Japan.

Formation of Coca-Cola beverages stated in a very simple way, but

toady it has spread world-wide. It has a wonderful history and exciting


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future. Despite having many ups and down in its way it went on ahead

and today it is a house hold name and a favourite among its

customers.

Chapter-II

COMPANY PROFILE

(1) Introduction of the company

(2) Organisational Setup & Structure

(3) Production Process

(4) Segmentation of Soft drink Market


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Introduction of the company

A soft drink is a non alcoholic beverages. It is artificially flavoured and

contains no fruit or pulp. The first principle of philosophy of coke that

it can be substituted only by coke. It may be Camapa- Cola. Thums-

Ups. But is has to be Coke. A Coke can never be replaced by tea

coffee, bear, wine or water perhaps Cola is life style. Cola is a way of

thinking, Cola is a culture.

India is the second largest country in the world in terms of population.

It is one of the largest consumer market with the development of

economy.

Coca- Cola (An USA base Company) was the first soft drink company

in India which stated in business in 1958, Gradually, it becomes the

part and parcel of the life of the urbanities particularly in Bombay. It

was launched with an investment of Rs.6.6 Lakh only which made a

turnover or Rs.12.98 Lakhs the very next year with a gross profit of

Rs. 3.97 Lakh and it expanded into a giant 100 crores. Complex of 22

bottling plants, the product or which were retailed through 2,00,000


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outlets. The phenomenal capacity of Coca-Cola's 22 bottling plants

approximated 30 lakh bottles a day.

But in 1977, during the reign of Janta Party. The Indian Govt. imposed

restrictions on the company.

After the exit of Coca-Cola from India, the first national Cola drink was

Double Seven, In the mean time, pure drinks, Delhi, Switched over to

Campa Cola in the market.

The beginning of 1980 saw the birth of another Cola drink, Thums- up

(it was actually launched in 1978-79) by parle as " The Refreshing

Cola" by the mid eighties, there was Thrill by Mc. Dowells and by the

late eighties there was Double Cola.

In 1978, parle led the Indian soft drink market (share 33%) with its

Gold spot and Limca brands, Later Thums- Up also started contributing

to its growth. In 1983 its market share was 43% in 1987.44% and in

1990. It had reached 70%. This has been due to growing popularity of

Limca and Thums- Up.

In 1990 about 13 years after the exit of Coca-Cola from India another

giant American MNC, PCL (Pepsi Food Limited) came in the market.

Thus, in the decade of 90's Pepsi and parle were the only two main

competition in the soft drink market, there was a cut through

competition between them.


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In 1993, the Coca- Cola re-entered the Indian soft drink market and

acquired five major brands of parle L.E. Thums-Up, Limca, Citra Maaza

and Gold Spot. Thus Coca-Cola and Pepsi are the only giant MNC in the

soft drinks market which are indulge in Cola war to gain a clear edge

over the other.

ORGANISATIONAL STRUCTURE

Coca- Cola India Inc.

Financ

e

HRD Marketi

ng

Producti

on

Asst

HR

Executi

ve Adm

Sales

Manag

er

Marketi

ng

Manage

r

Shipping

and ware

housing

Chemic

al Room

Produ

ction

Super

vision

ASM ASM

Worke

r

General Manager


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Sales

Execut

ive

Marketi

ng

Executiv

e

Gurgaon

Financ

e

HR Sal

e

Producti

on

Asst.

Manag

er

Shoppi

ng and

ware

housing

Che

mica

l

Roo

m

Pro

duc

tion

Sup

ervi

sion

Ass

t

HR

Execu

tive

Adm

Area General


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ASM ASM ASM ASM ASM

Sale

s

Exec

utiv

e

Sale

s

Exec

utiv

e

Sales

Executi

ve

Sale

s

Exec

utiv

e

Sale

s

Exec

utiv

e


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PRODUCTION PROCESS

RAW MATERIAL INPUT

A soft drink bottling plant require following raw materials

Sugar

High purity crystal sugar is required to produce the sugar syrup for

soft drink

Essence

Different flavours require different essence. Essence used in theproduction process is of high quality

Water

The raw water is taken out from grounded pumps. Water quality is

being strictly adhered through regular sampling and analysis

Co2 Gas

Co2 Gas of the required purity is being carried on from differentsuppliers

Crown Cork

It is used for closing the bottle mouth to make it completely are tight


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ABOUT THE PRODUCTION PROCESS

WATER TREATMENT PLANT

Water in the COCA COLA INDIA INC.. New Delhi is coming from its own

pumping set. It is stored in reservoir. Before ensuring production the

raw water is being treated in the water treatment plant. The process

involved is known as coagulation process. The main chemicals used

are Ferrous sulphate. Calcium hydroxide and Chlorine. Initially water

is treated with all the chemical in a treatment tank and become turbid.

All impurities get settled at the base and remove the turbidity then it

is sent to the carbon tank where all the micro organism and chlorine's

are removed. The water so obtained is completely free form any kind

of impurities and maintained until as much as 50 ppm.


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BOTTLE WASHING PLANT

Used bottle returning from the market is stealthy. It is completely an

auto process which takes place within a machine the machine has

three compartment. Bottle for washing are placed on cover come

inside the machine and get successive treatment. Bottle are treated

with 4% Caustic Soda in the first compartment having temperature of

100-1500F. In the next phase they are conveyed to the second

compartment where bottles are again treated with 2% of Caustic Soda

at temperature of 1200F. In the third compartment bottles are treated

with soft salter Time duration in each compartment is 10 minutes.

Bottles are then sent through the inspection centre where these are

watched against strong light.


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SYRUP ROOM

Here syrup is prepared from filtered water sugar and the essence. The

room is well equipped with several tanks and filters. The fire stone is

heating tank, in which syrup is actually prepared Calculated amount of

syrup along with essence and water are being heated upto 850 C thus

a saturated solution is being prepared. Syrup is sent through a

machine called filter press. Syrup is filtered here. Filtered syrup is next

passed through a para flow cooler when by recycling and glycol

method, the temperature of the syrup is called down to 20-250C.

Cooled syrup is then stored in syrup tanks.

Now syrup comes to the Traumatic Machine. Here syrup is mixed with

carbonated water under pressure in definite proportion. Inspected

bottles gradually come under the Filtration machine. Carbonated

syrup by this time fills the filler machine. From this machine syrup is

poured into the bottles in calculated amount. The exact rate of filling

is 400 BPM meanwhile crowner machine helps in closing the bottle

mouth with the help of caps completely air tight.

While filling up the bottles of Thums Up & Limca room temperature

should be around 2.50C to 30C whereas for Coca- Cola & Fanta the

temperature should be around 20C.


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Ready bottles are again sent through an inspection centre for through

examination on Conveyer Next they are carried on a round table

where they are collected and shipped for the market.


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SEGMENATION OF SOFT DIRNK MARKET

Soft Drink is a product which is non alcoholic in nature, artificially,

flavoured & it contains no fruit, juice or pulp. It is very popular through

out the world and sincerely purchased by consumer for quenching

thirst in summer and also to have cooling refreshment

Basis:- Type of Product

Non Alcoholic

Soft Drinks

Soft Drinks Fruit Drinks

sunfill Rasana

Squace etc

Carbonated

Soft Drinks

Non

Carbonated

Soft Drink

Maaza, Slice,

Frooti, Jumpin


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Cola Products

Thums up

Coke Pepsi

Pepsi Aha DietCoke

Non Cola

Products

Orange

(Fanta,Mirinda Lime)

Clear (Sprite,

7Up, Canada

Dry, Mountain

Dew)


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(1) INTRODUCTION OF THE STUDY

It is said that sixties was the decade of ENGINEERS, seventies was of

DOCTORS, eighties was of CHARTERED ACCOUNTANTS and the

decade that just passed away, i.e. nineties was of M.B.A. And still the

scope of M.B.A, is very good. The main reason for this change is the

process of globalisation and Liberalisation which is still on in our

country.

Today's economy is not simple as before. The new economy is based

on digital revolution and management of information. The customers

nowadays are more empowered and aware than before. The

propensity to consumer among the consumers is highest in most

parts of the world including our country. The process of "Globalisation"

is the process of integration of world's economies. This process has

positively affected our economy up to a great extent. Internationally

India, the world's largest democracy, is already regarded as an

emerging economic power with potential to rank among the first five

major nations of 21st century. India is one of the fastest growing

economies of the world along with china.

In this age of servers competition, promotion is the only marketing

tools which can be manipulated easily. The reasons is that the present


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era is of information management. And the company which

communicates well succeeds.

The purpose of my study is to test effectiveness of the promotional

activities of coca-cola India inc in the present globalised economy of

India. To test the effectiveness of promotional activities of coca- cola I

conducted exhaustive study and analysis of market conditions of soft

drink during my training in Gurgaon. And I found that promotional

activities conducted by the company are satisfactory but they need

certain improvement.


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(2)OBJECTIVES OF THE STUDY

Every research and study has some purpose to goal for which it is

conducted. My study of "MARKETING STRATEGIES & PROMOTIONAL

ACTIVITIES of Coca- Cola" has the following objectives.

1. To test the effectiveness of promotional Activities of Coca-Cola in

the present circumstance prevailing in the market.

2. To see how much the promotional activities are successful in

popularizing the company's products and pulling the consumers

towards the company.

3. To compare the effectiveness of coca- cola's "Promotional activities"

with its rival's i.e. Pepsi's promotional activities.

4. To see that whether the final consumer of coca- cola and

intermediaries are getting proper benefits from sales promotional

activities or not.

5. To judge the popularity of ads and the popularity of brand

ambassadors and ambassadors of Coca- Cola.

6. To appraise the personal selling efforts directed by Coca-Cola.

7. To see that whether public relations activities are done properly and

are good enough according to the need of time.


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8. To suggest measures to further improve the promotional activities

of Coca-Cola and make it more competitive.

(3) Scope of the study

In this age of servers competition, promotion is the only marketing

tools which can be manipulated easily. The reasons is that the present

era is of information management. And the company which

communicates well succeeds.

Today is the era of cut throat competition, especially in soft drink

market there is server competition. And the importance of promotion

as a management tools and increased nowadays. Sales Promotion of a

firm contribute up to a great extent in its success in today's era. So we

can say that promotional activities play important role in increasing the

sales.

The Scope of my study is to give suggestions to coca- Cola India inc for

further improvement in promotional activities after testing the

effectiveness of the promotional activities of it.

To get comparison about the effectiveness of coca-cola's "Promotional

activities" with its rival's i.e. Pepsi's promotional activities Which will be

helpful in suggest measures to further improve the promotional

activities of Coca-Cola and make it more competitive.

The main concern of my study is to have knowledge and an idea about

the Marketing strategies of COCA COLA INDIA INC and suggest


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measure for improving promotional activities. The training gave me a

chance to have practical experience and also the realize theoretical

knowledge which I am getting in 'M.B.A'.

(4) LIMITATION OF THE STUDY

The whole work is based on areas falling under Udyog vihar & DLF. The

surveyed areas are just small divisions of the large market due to lack

of time, financial & transport problem. So my research cannot be

generalised on state or national levels. I have contacted only 100

retailers, 10 Distributor and 200 consumers for assessing the

effectiveness of the promotional activities of Coca- Cola. The people

who have been contacted from a very small part of whole soft drink

market.


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Chapter IV

RESEARCH METHODOLOGY

RESEARCH PROBLEM

To assess the effectiveness MARKETING STRATEGIES of 'coca-cola' and

judge them in comparison to the MARKETING STRATEGIES of its rival

'Pepsi' are the objectives of my study. In other words, these are the

problems for which research in conducted.

RESEARCH DESIGN

Systematic Random sampling method has been used to do survey for

the purpose of research. I have contacted the people in general to

asses the advertising popularity. Retailer and distributors have also

been contacted to have an idea of effectiveness of promotional

activities of Coca-Cola.

Systematic Random sampling method have been applied in selecting

the retailers and consumers.


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METHOD OF COLLECTION

Primary data have been collected for the purpose of research

Information are collected through schedules. To avoid bias of

behaviour of the consumers and retailers identify was kept hidden.

ANALYSIS OF DATA

Collected data have been analysed by tabulating them and applying

frequency distribution method and percentage method.

NUMBER OF CONSUMERS, RETAILERS AND DISTRIBUTORS

CONTACTED

By applying systematic random sampling 200 consumers have been

contacted and asked regarding the advertisements of Coca- Cola.

100 retailers and ten distributors of Udyog vihar & DLF territory have

been contacted for assessing the effectiveness of sales promotional

activities of coca-cola and put several questions to judge whether they

are satisfied with the schemes of sales promotion or not.


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Chapter-V

COLLECTION OF THE DATA

This study was executed to evaluate the comparative position off Coke

with particular reference to Pepsi in gurgaon. Data was collected with

the help of questionnaires designed separately for the retailers,

Distributors & Consumers. The data was collected, has been illustrated

below through charts and graphical representations.


CONTACTED




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activities of coca-cola and to judge whether they are satisfied with the

schemes of sales promotion or not.

Survey of Distributors

Ques 1. What do You think about the Sales promotional Schemes

offered to you by the company.

(a) Excellent (b) Good

(c) So- So (d) Not Satisfied

Reply No. of Distributor

Excellent 2

Good 5

So- So 2

Not Satisfied 1


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Ques 2. Do you think that more Sales promotional Schemes are

needed for distributors of retailers.

(a) Yes (b) No


Yes 7

No 3

Ques 3. What do you think about personal - selling assistance gives to

you by company.




Excellent 3

Good 5

So- So 1

Not Satisfied 1


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Ques 4. Do you think that more POPs. Advertising materials and

refiregerators needed in Gurgaon territory from Coca- Cola

(a) Yes (b) No


Yes 7

No 3

Survey of The Retailers


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Ques 1. Which Company's product do you stock? This question was

framed to find out, the products being stocked by retailers in Gurgaon.

Product No. of Retailers

Coke 49

Pepsi 6

Both 45

Ques 2. Since how long you are selling this product. This question was

structured to find out the exact period being sold by the retailers


Less than 1 year 27

1-2 21

2-5 22

More than 5 years 30

Ques 3. What promoted you to stock this product? This question was

asked basically to know. Why do you stock this product?


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Reason No. of Carats

Customer 55

Commission 36

Advertisement 1

Sales Promotion 8

Ques 4. What is you daily sale? The question was asked to know, whatexact was the volume of daily sales?

Daily Sales (in carat) No. of Retailers

0-1 43

1-5 54

5-10 3

Ques 5. What product to do you sell more? This question was framed

to know which product is highly demanded in the market.

Product No. of Carats


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Thums- Up 75

Pepsi 13

Coca- Cola 4

Sprit 3

Others 5

Ques 6. Which age group customers came to you? This question was

asked to evaluate age factor i.e. what is the percentage of customer

age group who mostly come to the retailers.

Age group (in years) No. of Customers

15-25 65

25-35 23

35-45 4

25-45 3

15-45 6

Below 15 to above 45 7

Ques 7. Would you like to remain with your product? This question

was asked to know, whether the retailers want to remain with their

product or not?

(a) Yes (b) No


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Reply No. of Retailers

Yes 65

No 7

Not sure 28


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Survey of The Consumers

Ques 1. Which Company's product do you like to drink? This question

was framed to find out, Which Company's products being drinked by

consumers in Gurgaon.

Product No. of Consumers

Coke 82

Pepsi 18

Both 100

Ques 2. What do you like about the products of Coca-Cola ? This

question was asked basically to know. Why do you like the products of

Coca-Cola ?

Reason No. of Consumers

Advertisements 90

Brand name 30

Test & Quility 50

Schemes (like free gifts)30

Ques 3. From what type of advertisement you inspired for

purchasing


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the products ?

Type of Advertisement No. of Consumers

T.V. Advertisement 130

News paper & Magzine 18

Posters & Banners 52

Chapter-VI


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DATA ANALYSIS AND INTERPRETATION

Data was collected with the help of questionnaires designed separately

for the retailers, Distributors & Consumers. The data was collected,

has been illustrated below through charts and graphical

representations.


CONTACTED






schemes of sales promotion or not. Distributors & Consumers and has

been illustrated below through charts and graphical representations


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Survey of Distributors

10 distributors of Udyog vihar & DLF territory have been contacted for

assessing the effectiveness of sales promotional activities of coca-cola

and put several questions to judge whether they are satisfied with the

schemes of sales promotion or not. The data was collected, has been

illustrated below through charts and graphical representations..

1. What do You think about the Sales promotional Schemes offered to

you by the company.




Excellent 2

Good 5

So- So 2

Not Satisfied 1


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Distributors views about sales promotion

schemes

0

1

2

3

4

5

6

Exc

elle

nt

Goo

d

So-

So

Not

Satisfie

d

Distributors reply

no.ofDistributo

rs

No. of Distributor

Above Design clearly shows that 5 of the Distributors think that the

Sales promotional Schemes offered to him by the company is Good, 2

Excellent, other 2 So- So and 1 not satisfied.

2. Do you think that more Sales promotional Schemes are needed for

distributors of retailers.

(a) Yes (b) No


Yes 7

No 3


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0

1

2

3

4

5

6

7

8

Yes No

Distributors reply

no.ofDistributors

No. of Distributor

From the above diagram, it reveals that 7 Distributors think that more

Sales promotional Schemes are needed for distributors of retailers and

3 Distributors think that more Sales promotional Schemes are not

needed for distributors of retailers.

3. What do you think about personal - selling assistance gives to you

by company.





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Excellent 3

Good 5

So- So 1

Not Satisfied 1

0

1

2

3

4

5

6

Excellent Good So- So Not

Satisfied

Distributors reply

No.ofDistributors

No. of Distributor

From the diagram illustrated above, it is clear that5 Distributors think

that personal - selling assistance gives to him by the company isGood, 3 Excellent, 1 So- So and 1 not satisfied

4. Do you think that more POPs. Advertising materials and


(a) Yes (b) No


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Yes 7

No 3

0

1

2

3

4

5

6

7

8

Yes No

Distributors reply

no.ofDis

tributors

No. of Distributor

From the above diagram, it reveals that 7 Distributors think that more

POPs. Advertising materials and refiregerators needed in Gurgaon

territory from Coca- Cola and 3 Distributors think that more POPs.

Advertising materials and refiregerators not needed in GURGAON

territory from Coca- Cola.

Survey of The Retailers

Ques 1. Which Company's product do you stock? This question was

framed to find out, the products being stocked by retailers in Gurgaon.


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Coke 49

Pepsi 6

Both 45

From the survey of the outlets, it is found that 48% of the respondents

stocks Coke 6% stock product and 45% stock both i.e. Cole's and

Pepsi's product.

0

10

20

30

40

50

60

Coke Pepsi Both


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Less than 1 year 27

1-2 21

2-5 22

More than 5 years 30

Above Design clearly shows that 30% of the respondents selling this

product from more than 5 years 22% of the respondents selling

product from 2-5 years, 21% selling this product from 1-2 year and27% of the respondent selling this product from less than 1 year.

0

5

10

15

20

25

30

35

Less than 1

year

2-Jan 5-Feb More than 5

years


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Ques 3. What promoted you to stock this product? This question was

asked basically to know. Why do you stock this product?

Reason No. of Carats

Customer 55

Commission 36

Advertisement 1

Sales Promotion 8

From the above diagram, it reveals that 55% of the Respondents stock

this product due to the customers. 36% of the respondents due to

commission, 8% of the respondents stock this product due to sales

promotion and 1% of the respondents stock it due to advertisement.

Sales

Promotion

8%Advertisemen

t

1%

Customer

55%Commission

36%


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Ques 4. What is you daily sale? The question was asked to know, what

exact was the volume of daily sales?

Daily Sales (in carat) No. of Retailers

0-1 43

1-5 54

5-10 3

From the diagram illustrated above, it is clear that 54% of the

respondents have daily between 1-5 chart, 43 of the respondents

have between 0-1 carat daily sale, while only 3% of the respondents

have 5-10 carat daily sale.

0-1

43%

1--5

54%

5--10

3%


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Product No. of Carats

Thums- Up 75

Pepsi 13

Coca- Cola 4

Sprit 3

Others 5

From the diagram it may be clearly seen that according to 75% of the

respondent Thums- Up is the market leader, Pepsi is the follower by

12% share, Coca- Cola has 4% share, 3% of the respondents sale

mostly Thums- Up & Pepsi both , 3% of the respondents sales mostly

Coca- Cola & Thump-Up and the rest 5% sales Thums- UP and

Mirinda.

0

10

20

30

40

50

60

70

80

Thums- Up Pepsi Coca- Cola Sprit Others


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age group who mostly come to the retailers.

Age group (in years) No. of Customers

15-25 61

25-35 27

35-45 2

25-45 1

15-45 4

Below 15 to above 45 5

According to 6% of the respondent 15-25 years age group are found

of soft drinks, 27% of the respondents 215-35 years age group mostlyvisit their shops 9% of the respondents are new. Below 15 to above

45, are loyal customers, according to 14% 15-45 years age group and

2% 35-45 years age group mostly come to him. According to 1% 25-45

years age group are the most users of soft drinks.

0

1020

30

40

50

60

70

15-25 25-35 35-45 25-45 15-45 Below 15

to above

45


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product or not?

Reply No. of Retailers

Yes 65

No 7

Not sure 28

When this question was asked, 65% of the respondents wanted to

remain with their product 7% of the respondents denied to remain

with their product while 28% of the respondents were not sure

whether they will remain with their product or not.

Not sure

28%

Yes

65%

No7%


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Survey of The Consumers




Product No. of Consumers

Coke 80

Pepsi 30

Both 90

Coke , 80,

40%

Pepsi, 30,

15%

Both, 90,

45%

Coke Pepsi Both


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From the diagram it may be clearly seen that 80 Consumers like to

drink Coke, 90 Consumers like to drink Pepsi & 30 Consumers like to

drink both Coke and Pepsi

Ques 2. What do you like about the products of Coca-Cola ? Thisquestion was asked basically to know. Why do you like the products of

Coca-Cola ?

Reason No. of Consumers

Advertisements 90

Brand name 30

Test & Quility 50

Schemes (like free gifts)30

No. of Consumers

Advertisements

, 90, 45%

Brand name ,

30, 15%

Test & Quility ,

50, 25%

Schemes (like

free gifts) , 30,

15%

Advertisements Brand name Test & Quility Schemes (like free gifts)


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From the diagram illustrated above, it is clear that 90 consumers

prefer Advertisement, 30 consumers prefer Brand name, 50 consumers

prefer Test & Quality and 30 consumers prefer Schemes (like free gifts)

Ques 3. From what type of advertisement you inspired forpurchasing

the products ?

Type of Advertisement No. of Consumers

T.V. Advertisement 120

News paper & Magzine 30

Posters & Banners 50


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T.V.

Advertiseme

nt, 120,

60%

News

paper &

Magzine,

30, 15%

Posters &

Banners,

50, 25%

T.V. Advertisement News paper & Magzine

Posters & Banners

From the diagram illustrated above, it is clear that 120 consumersprefer T.V. Advertisement, 30 consumers prefer News paper &Magzine, and 50 consumers prefer Posters & Banners.

Chapter-VII

Findings of the Study




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schemes of sales promotion or not.

The purpose of my study is to test effectiveness of the Marketing

strategies & promotional activities of Coca- Cola India inc. For test the

effectiveness of promotional activities of coca- cola I conducted

exhaustive study and analysis of market conditions of soft drink during

my training in GURGAON. And I found that Marketing strategies &

promotional activities conducted by the company are satisfactory but

they need certain improvement .Findings of the study reveals positive

effect of sales promotions activities.

According to the analysis of collected data sales promotions activities

become motivation factor for distributors & retailers.

They show interest in increasing the sales of product for achieving the

target & they do this for taking profit of sales promotionals schemes

Personal - selling assistance gives to them by the company & more

POPs. Advertising materials and refiregerators from Coca- Cola has

also good result on sales.

COCA-COLA INDIA INC has captured a good market share through sales

promotionals activities in GURGAON. But for maintaining this market

share and for expansion they need certain improvement.


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Chapter-VIII

CONCLUSION AND SUGGESTIONS

Conclusion:-

For test the effectiveness of promotional activities of coca- cola I

conducted exhaustive study and analysis of market conditions of soft

drink during my training in Gurgaon. And I found that promotional


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activities conducted by the company are satisfactory but they need

certain improvement

Suggestions:-

So as far as Suggestion is concerned I whould like to give some

suggestion which will be helpful in boosting promotional activities.

My suggestion are as follows.

I. It will be better if the company advertise Promotional

Schemes to make the retailers aware about those scheme as

well as duration off the scheme so that they can be benefited

by those schemes.

II. During off season, target oriented promotion schemes should

be started to motivated the retailers which will also be helpful

in countering its rival.

III. Free gifts must be distributed among retailer who sells higher

quantity of Coca- Cola product.

IV. When new promotional scheme started, information about the

promotional scheme. Must be published in newspaper and

advertisement of the promotional scheme be transmitted on

television so that large number of consumer know about the

promotional scheme.


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BIBLIOGRAPHY

(1) Writers Books

(a) Philip Kotler Marketing Management

(b) Rama Swamy & Nama Kumar Marketing Management

(Planning & Implementation)

(c ) R.S. Davar Fundamental of Marketing


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Management

(II) News Papers

(a) The Economic Times

(b) Financial Express

(III) Magazines

(a)Business Standards

(b)Business World

(c)Business India

Annexure

Questionnaire

For the Distributor

1. Are You satisfied with the Sales promotional Schemes offered to you

by the company



2. Do you think that more Sakes promotional Schemes are needed for

distributors of retailers.


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(a) Yes (b) No

3. Are you satisfied with personal - selling assistance gives to you by

company.



4. Do you think that more POPs. Advertising materials and


(a) Yes (b) No

For The Retailers

Ques 1. Which Company's product do you stock? This question wasframed to find out, the products being stocked by retailers in Gurgaon.



Ques 3. What promoted you to stock this product? This question wasasked basically to know. Why do you stock this product?

Ques 4. What is you daily sale? The question was asked to know, what

exact was the volume of daily sales?


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age group who mostly come to the retailers



product or not?

For The Consumers




Ques 2. What do you like about the products of Coca-Cola ? This

question was asked basically to know. Why do you like the products of

Coca-Cola ?

Ques 3. From what type of advertisement you inspired for

purchasing

the products ?


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Summer Training Project (Final)

Documents