OF The world’s most recognized trademark it is recognized by 94% of the world’s population FOR HINDUSTAN COCA-COLA BEVERAGES PVT. LTD. Visakhapatanm. UNDER GUIDANCE OF: Mrs.Madhuri (Asst.Professor) SUBMITTED BY: Venkateshwarlu.N MBA (2010-12) BABA INSTITUE OF TECHNOLOGY & SCIENCES 1
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OF
The world’s most recognized trademark it is recognized by 94% of the world’s population
FOR
HINDUSTAN COCA-COLA BEVERAGES PVT. LTD.
Visakhapatanm.
UNDER GUIDANCE OF:Mrs.Madhuri
(Asst .Professor)
SUBMITTED BY:
Venkateshwarlu.NMBA (2010-12)
BABA INSTITUE OF TECHNOLOGY & SCIENCES
ACKNOWLEDGEMENT
1
I wou ld l i ke to thank my Mr.DhanRajSinghBisht , CHANNEL
MARKETING EXECUTIVE , Coca-Co la Ind ia , w i thout whom an
in ternsh ip w i th , H industan Coca-Co la Beverages Pr ivate L imi ted
(HCCBPL) wou ld not have been poss ib le . I am grate fu l to h im for
hav ing taken t ime o f f h i s busy schedu le and spoken to the
concerned person to get me th is in ternsh ip . I express my
grat i tude to the H industan Coca-Co la Beverages Pr ivate L imi ted
(HCCBPL) fo r hav ing g iven me an oppor tun i ty to work w i th them
and make the best out o f my in ternsh ip . I thank my gu ide ,
Mr.Suresh fo r hav ing t ra ined me and constant ly gu ided and
suppor ted me throughout the t ra in ing per iod . My hear t fe l t
g rat i tude a lso goes out to the s ta f f and employees at HCCBPL
for hav ing co-operated w i th me and gu ided me throughout the
one and a ha l f months o f my in ternsh ip per iod . I thank my
co l lege , BABA Ins t i tu te o f Techno logy sc ience for hav ing g iven
me th is oppor tun i ty to put to pract ice , the theoret ica l
knowledge that I imparted f rom the program. I thank the
in ternsh ip co-coord inator , Mrs.Madhuri (Ass t .Pro fessor ) fo r
hav ing gu ided and suppor ted me through the course o f the
in ternsh ip . I take th is oppor tun i ty to thank my parents and
f r iends who have been wi th me and o f fered emot iona l s t rength
and mora l suppor t .
2
DECELARATION
I Venkateshwar lu .N declare that this project report
t i t led “Sales Promotion ” i s an orig inal work done
by me under the guidance of Mrs. MADHURI
(ASST.PROFESSOR ) . I further declare that i t i s my
original work as a part of my academic course .
PLACE: VIZAG
DATE:
VENKATESHWARLU.N
3
EXECUTIVE SUMMARY
Coca-Co la , the product that has g iven the wor ld i t s best -known
taste was born in At lanta , Georg ia , on May 8 , 1886. Coca-Co la
Company i s the wor ld ’s lead ing manufacturer , marketer and
d is t r ibutor o f non-a lcoho l ic beverage concentrates and syrups ,
used to produce near ly 400 beverage brands . I t se l l s beverage
concentrates and syrups to bot t l ing and cann ing operators ,
d is t r ibutors , founta in reta i le rs and founta in who lesa lers . Coca-
Co la was f i r s t in t roduced by John Syth Pemberton , a pharmac is t ,
in the year 1886 in At lanta , Georg ia when he concocted
caramel -co lored syrup in a three- legged brass ket t le in h is
backyard . He f i r s t “d is t r ibuted” the product by car ry ing i t in a
jug down the s t reet to Jacob’s Pharmacy and customers bought
the dr ink for f ive cents a t the soda founta in . Carbonated water
was teamed wi th the new syrup, whether by acc ident or
o therwise , produc ing a dr ink that was proc la imed “de l i c ious and
re f resh ing” , a theme that cont inues to echo today wherever
Coca-Co la i s en joyed. Coca-Co la or ig inated as a soda founta in
beverage in 1886 se l l ing for f ive cents a g lass . Ear ly growth was
impress ive , but i t was on ly when a s t rong bot t l ing system
deve loped that Coca-Co la became the wor ld - famous brand i t i s
today . Coca-Co la was the lead ing so f t dr ink brand in Ind ia unt i l
1977, when i t le f t ra ther than revea l i t s fo rmula to the
Government and reduce i t s equ i ty s take as requ i red under the
Fore ign Regu lat ion Act (FERA) wh ich governed the operat ions o f
fo re ign companies in Ind ia . In the new l ibera l i zed and
deregu lated env i ronment in 1993, Coca-Co la made i t s re -ent ry
in to Ind ia through i t s 100% owned subs id iary , HCCBPL, the
Ind ian bot t l ing arm of the Coca-Co la Company. The main
ob ject ive o f th is s tudy l ies in unders tand ing the organ izat ion
and s tudy ing and unders tand ing the consumers ’ percept ion and
op in ion about the promot ions o f ferd by the Coca-Co la Company.
4
A reta i le r sampl ing invo lv ing 200 out le ts was conducted in a
span o f 10 days across major areas in order to g ive the products
the requ i red market ing push and to recogn ize the prospect ive
areas and the i r op in ion in order to deve lop and market the
o f fers in a bet ter way in the near fu ture . The methodo logy used
in s tudy ing and unders tand ing the perce ived v iews o f
consumers towards the sa les & promot ions was ‘SURVEYS’ . The
f ind ings o f the act iv i ty have been drawn out in fo rm of graphs
and suggest ions have been o f fered there f rom.
5
TABLE OF CONTENTS
CHAPTER 1: INTRODUCTION
1: INTRODUCTION……………………………………………….……09
1 .1: A br ief ins ight- The FMCG Industry in India………..
………..10
1 .2 : A b r i e f i n s igh t - The Beve rage Indus t ry i n Ind i a………………13
F igu re 1 : Beve rage Indus t ry i n Ind i a…………..…………………….13
CHAPTER 2: THE COCA-COLA COMPANY
2.1:
History…………………………………………………………………………..1
6
2.2: History of
Bott l ing………………………………………………………..18
Figure 2 Contour bott le des ign……………………………….
……………19
2.3: The Coca-Cola Bott le over the
Years………………………………22
Figure 3: The Coca-Cola Bott le over the Years………….
………….22
2.4: Product ion…………………………………………….
……………………….23
2.5 Brand Port fo l io…………………………………….
………………………….24
6
2.6: Mani festo for Growth……………….
……………………………………28
2.6 .1 : Va lues………………………………………..…………………………………
28
2.6 .2 : M iss ion…………………………….
…………………………………………..28
2.6 .3 : V is ion for Susta inab le
Growth……………………………………..29
F igure 4 : V is ion for Susta inab le Growth………………..………………30
CHAPTER 3: HINDUSTAN COCA-COLA BEVERAGES
PRIVATE LIMITED
3.1: About the
Company……………………………………………………….31
Figure 5: Locat ion of COBO, FOBO and Contract
packers…….33
3.2: Mani festo for Growth ……………….……………………….
………..33
3.2.1:Values…………………………………………….……………….
………….33
3.2.2:Vis ion for Susta inable Growth …………….. .
………………….34
3.2.3:Miss ion………………………………………………………………..
……..34
3.2.4: Qual i ty Po l icy …. .……………………….………………………..
…..35
3.3: Organizat ion Structure of Coca-Cola India…………….
…….36
Figure 6: Organizat ion Structure of Coca-Cola India…….
…….36
Figure 7: Organizat ion Structure of Coca-Cola India…….
…….37
7
3 .4: Organizat ion Structure of the Sales
Department inHCCBPL.38
Figure 8: Organizat ion Structure of the Sales Department……
38
3.5: Manufactur ing Unit of HCCBPL…………………..……………….
…39
Figure 9: Chain fo l lowed f rom Manufacture to Distr ibut ion…
39
3.6: Manufactur ing process at HCCBPL……..………..
……………..40
Figure 10: Manufactur ing process………………………..
…………………40
3.7: Bus iness P lan model at HCCBPL…………….……….
…………….42
Figure 11: Bus iness P lan model at HCCBPL……….
……………………42
3.8: Distr ibut ion Network……………..……………….
…………………….43
3.8.1: Distr ibut ion Routes……….…………………….
…………………….43
3.8.2: Distr ibut ion System…..…………………….
…………………………44
3.8.3: Departments involved in the Distr ibut ion process.
…….45
3.9: SWOT Analys is of HCCBPL……………………………..
………………46
3.9.1: Strengths…………………….…………………….
……………………….46
3.9.2: Weaknesses……………….………………….
……………………………47
3.9.3: Opportuni t ies…………..………………….
…………………………….48
8
3.9.4: Threats………………………………………….
…………………………..49
3.10: Compet i tors to HCCBPL……………….
………………………………50
CHAPTER 4: PRODUCTS………………………………..……………….
……………51
4.1: Packaging deta i ls…………………….…..………….. .
…………………55
CHAPTER 5: PROJECT:
5.1 SALES PROMOTION….………………………………………….……60
5.1.1: INTRODUCTION TO SALES PROMOTION……………….60
5.1.2: Consumer sa les promot ion techniques……….….…..62
5.2 Sales Promot ion Strategies……………………………….. .…. .64
5.3: Object ive of the Study………..………………………………….65
CHAPTER 6: Methodology
6.1: Research Methodology. .……….…………….……………….
….66
6.2: Data Analys is……………………..……………………………………
68
6.3: F indings……………………………………………………………………
70
6.4: Suggest ions…………..………..………………………………………
81
9
CHAPTER 7: CONCLUSION…………………………….
…………………………...82
BIBILOGRAPHY……………………….….…………………………..83
DATA SOURCES………………………..………………………………83
APPENDIX……………………………….……………………………..84
CHAPTER 1: INTRODUCTION
Coca-Co la , the product that has g iven the wor ld i t s best -known
taste was born in At lanta , Georg ia , on May 8 , 1886. Coca-Co la
Company i s the wor ld ’s lead ing manufacturer , marketer and
d is t r ibutor o f non-a lcoho l ic beverage concentrates and syrups ,
used to produce near ly 400 beverage brands . I t se l l s beverage
concentrates and syrups to bot t l ing and cann ing operators ,
d is t r ibutors , founta in reta i le rs and founta in who lesa lers . The
Company’s beverage products compr ises o f bot t led and canned
so f t dr inks as we l l as concentrates , syrups and not - ready- to -
dr ink powder products . In add i t ion to th is , i t a l so produces and
markets spor ts dr inks , tea and cof fee . The Coca-Co la Company
began bu i ld ing i t s g loba l network in the 1920s . Now operat ing in
more than 200 countr ies and produc ing near ly 400 brands , the
10
Coca-Co la system has success fu l ly app l ied a s imple formula on
a g loba l sca le : “Prov ide a moment o f re f reshment for a smal l
amount o f money- a b i l l i on t imes a day .”
The Coca-Co la Company and i t s network o f bot t le rs compr ise the
most soph is t i cated and pervas ive product ion and d is t r ibut ion
system in the wor ld . More than anyth ing , that system is
ded icated to peop le work ing long and hard to se l l the products
manufactured by the Company. Th is un ique wor ldwide system
has made The Coca-Co la Company the wor ld ’s premier so f t -dr ink
enterpr i se . F rom Boston to Be i j ing , f rom Montrea l to Moscow,
Coca-Co la , more than any other consumer product , has brought
p leasure to th i rs ty consumers around the g lobe. For more than
115 years , Coca-Co la has c reated a spec ia l moment o f p leasure
for hundreds o f mi l l ions o f peop le every day .
The Company a ims at increas ing shareowner va lue over t ime. I t
accompl i shes th is by work ing w i th i t s bus iness par tners to
de l iver
sat i s fact ion and va lue to consumers through a wor ldwide system
of super ior brands and serv ices , thus increas ing brand equ i ty on
a g loba l bas is . They a im at managing the i r bus iness we l l w i th
peop le who are s t rong ly commit ted to the Company va lues and
cu l ture and prov id ing an appropr ia te ly cont ro l led env i ronment ,
to meet bus iness goa ls and ob ject ives . The assoc iates o f th is
Company jo in t ly take respons ib i l i ty to ensure compl iance w i th
the f ramework o f po l i c ies and protect the Company’s assets and
resources wh i l s t l imi t ing bus iness r i sks .
1.1: A BRIEF INSIGHT- THE FMCG INDUSTRY IN
INDIA
11
Fast Mov ing Consumer Goods (FMCG) , a l so known as Consumer
Packaged Goods (CPG) are products that have a qu ick turnover
and re la t ive ly low cost . Consumers genera l ly put less thought
in to the purchase o f FMCG than they do for o ther products .
The Ind ian FMCG indust ry w i tnessed s ign i f i cant changes through
the 1990s . Many p layers had been fac ing severe prob lems on
account o f increased compet i t ion f rom smal l and reg iona l
p layers and f rom s low growth across i t s var ious product
categor ies . As a resu l t , most o f the companies were forced to
revamp the i r product , market ing , d is t r ibut ion and customer
serv ice s t rateg ies to s t rengthen the i r pos i t ion in the market .
By the turn o f the 20th century , the face o f the Ind ian FMCG
indust ry had changed s ign i f i cant ly . Wi th the l ibera l i zat ion and
growth o f the Ind ian economy, the Ind ian customer w i tnessed an
increas ing exposure to new domest ic and fore ign products
through d i f fe rent media , such as te lev is ion and the In ternet .
Apar t f rom th is , soc ia l changes such as increase in the number
o f nuc lear fami l ies and the growing number o f work ing coup les
resu l t ing in increased spend ing power a lso cont r ibuted
to the increase in the Ind ian consumers ' persona l consumpt ion .
The rea l i zat ion o f the customer 's growing awareness and the
need to meet chang ing requ i rements and pre ferences on
account o f chang ing l i fes ty les requ i red the FMCG produc ing
companies to formulate customer-cent r ic s t ra teg ies . These
changes had a pos i t ive impact , lead ing to the rap id growth in
the FMCG indust ry . Increased ava i lab i l i ty o f re ta i l space , rap id
urban izat ion , and qua l i f ied manpower a lso boosted the growth
o f the organ ized reta i l ing sector .
HLL led the way in revo lut ion iz ing the product , market ,
d is t r ibut ion and serv ice formats o f the FMCG indust ry by
12
focus ing on rura l markets , d i rect d is t r ibut ion , c reat ing new
product , d is t r ibut ion and serv ice formats . The FMCG sector a lso
rece ived a boost by government led in i t ia t ives in the 2003
budget such as the set t ing up o f exc ise f ree zones in var ious
par ts o f the country that w i tnessed f i rms mov ing away f rom
outsourc ing to manufactur ing by invest ing in the zones .
Though the abso lute pro f i t made on FMCG products i s re la t ive ly
smal l , they genera l ly se l l in la rge numbers and so the
cumulat ive pro f i t on such products can be la rge . Un l ike some
indust r ies , such as automobi les , computers , and a i r l ines , FMCG
does not su f fer f rom mass layof fs every t ime the economy s tar ts
to d ip . A person may put o f f buy ing a car but he w i l l not put o f f
hav ing h is d inner .
Un l ike other economy sectors , FMCG share f loat in a s teady
manner i r respect ive o f g loba l market d ip , because they
genera l ly sat i s fy ra ther fundamenta l , as opposed to luxur ious
needs . The FMCG sector , wh ich i s growing at the rate o f 9% is
the four th la rgest sector in the Ind ian Economy and i s wor th
Rs .93000 crores . The main cont r ibutor , mak ing up 32% of the
sector , i s the South Ind ian reg ion . I t i s pred ic ted that in the
year 2010, the FMCG sector w i l l be wor th Rs .143000 crores . The
sector be ing one o f the b iggest sectors o f the Ind ian Economy
prov ides up to 4 mi l l ion jobs . (Source: HCCBPL, Month ly
C i rcu lar , March)
The FMCG sector cons is ts o f the fo l lowing categor ies :
Personal Care - Ora l care , Ha i r care , Wash (Soaps) ,
Cosmet ics and To i le t r ies , Deodorants and Per fumes, Paper
products (T issues , D iapers , San i tary products ) and Shoe care ;
13
the major p layers be ing; H industan Lever L imi ted , Godre j Soaps ,
Co lgate , Mar ico , Dabur and Procter & Gamble .
Household Care - Fabr ic wash (Laundry soaps and
synthet ic detergents ) , Househo ld c leaners
(D ish /Utens i l /F loor /To i le t c leaners ) , A i r f resheners , Insect ic ides
and Mosqu i to repe l lants , Meta l po l i sh and Furn i ture po l i sh ; the
major p layers be ing; H industan Lever L imi ted , N i rma and R icket
Co lman.
Branded and Packaged foods and beverages -
Hea l th beverages , Sof t dr inks , S tap les /Cerea ls , Bakery products
(B iscu i ts , Breads , Cakes) , Snack foods , Choco lates , I ce -creams,
Tea , Cof fee , Processed f ru i ts , P rocessed vegetab les , P rocessed
meat , Branded f lour , Bot t led water , Branded r ice , Branded
sugar , Ju ices ; the major p layers be ing; H industan Lever L imi ted ,
Nest le , Coca-Co la , Cadbury , Peps i and Dabur
Spir i ts and Tobacco ; the major p layers be ing; ITC ,
Godf rey , Ph i l ips and UB
1.2: BEVERAGE INDUSTRY IN INDIA: A BRIEF
INSIGHT
In Ind ia , beverages form an important par t o f the l ives o f
peop le . I t i s an indust ry , in wh ich the p layers constant ly
innovate , in order to come up wi th bet ter products to ga in more
consumers and sat i s fy the ex is t ing consumers .
14
B E V E R A G E S
A l c o h o l i c N o n - A l c o h o l i c
C a r b o n a t e d N o n - c a r b o n a t e d
C o l a N o n - C o l a N o n - C o l a
FIGURE 1: BEVERAGE INDUSTRY IN INDIA
The beverage indust ry i s vast and there var ious ways o f
segment ing i t , so as to cater the r ight product to the r ight
person. The d i f fe rent ways o f segment ing i t a re as fo l lows:
Alcoho l ic , non-a lcoho l ic and spor ts beverages
Natura l and Synthet ic beverages
In -home consumpt ion and out o f home on premises
consumpt ion .
Age wise segmentat ion i .e . beverages for k ids , fo r
adu l ts and for sen ior c i t i zens
Segmentat ion based on the amount o f consumpt ion i .e .
h igh leve ls o f consumpt ion and low leve ls o f consumpt ion .
15
I f the behav iora l pat terns o f consumers in Ind ia are c lose ly
not iced , i t cou ld be observed that consumers perce ive
beverages in two d i f fe rent ways i .e . beverages are a luxury and
that beverages have to be consumed occas iona l ly . These two
percept ions are the b iggest cha l lenges faced by the beverage
indust ry . In order to leverage the beverage indust ry , i t i s
important to address th is i ssue so as to encourage regu lar
consumpt ion as we l l as and to make the indust ry more
a f fordab le .
Four s t rong s t rateg ic e lements to increase consumpt ion o f the
products o f the beverage indust ry in Ind ia are :
The qua l i ty and the cons is tency o f beverages needs to
be enhanced so that consumers are sat i s f ied and they en joy
consuming beverages .
The cred ib i l i ty and t rust needs to be bu i l t so that there
i s a very s t rong and sa fe fee l ing that the consumers have whi le
consuming the beverages .
Consumer educat ion i s a must to br ing out benef i t s o f
beverage consumpt ion whether in terms o f hea l th , tas te ,
re laxat ion ,
s t imulat ion , re f reshment , we l l -be ing or prest ige
re levant to the category .
Communicat ion shou ld be re levant and t rendy so that
consumers are ab le to f ind an appea l to go out , purchase and
consume.
The beverage market has s t i l l to ach ieve greater penetrat ion
and a lso a w ider spread o f d is t r ibut ion . I t i s important to look at
the ent i re beverage market , as a b ig oppor tun i ty , fo r brand and
16
sa les growth in turn to add up to the overa l l g rowth o f the food
and beverage indust ry in the economy.
CHAPTER 2: THE COCA-COLA COMPANY
2.1: HISTORY
J ohn Smyth Pemberton , a pharmac is t , f i r s t in t roduced Coca-Co la
in the year 1886 in At lanta , Georg ia when he concocted
caramel -co lored syrup in a three- legged brass ket t le in h is
backyard . He f i r s t “d is t r ibuted” the product by car ry ing i t in a
jug down the s t reet to Jacob’s Pharmacy and customers bought
the dr ink for f ive cents a t the soda founta in . Carbonated water
17
was teamed wi th the new syrup, whether by acc ident or
o therwise , produc ing a dr ink that was proc la imed “de l i c ious and
re f resh ing” , a theme that cont inues to echo today wherever
Coca-Co la i s en joyed.
Dr . Pemberton ’s par tner and book-keeper , F rank M. Rob inson,
suggested the name and penned “Coca-Co la” in the un ique
f lowing scr ip t that i s famous wor ldwide even today. He
suggested that “ the two Cs wou ld look we l l in adver t i s ing .” The
f i r s t newspaper ad for Coca-Co la soon appeared in The At lanta
Journa l , inv i t ing th i rs ty c i t i zens to t ry “ the new and popu lar
soda founta in dr ink .” Hand-pa inted o i l c lo th s igns read ing
“Coca-Co la” appeared on s tore awnings , w i th the suggest ions
“Dr ink” added to in form passersby that the new beverage was
for soda founta in re f reshment .
By the year 1886, sa les o f Coca-Co la averaged n ine dr inks per
day . The f i r s t year , Dr . Pemberton so ld 25 ga l lons o f syrup,
sh ipped in br ight red wooden kegs . Red has been a d is t inct ive
co lor assoc ia ted w i th the so f t dr ink ever s ince . For h is e f for ts ,
Dr . Pemberton grossed $50 and spent $73.96 on adver t i s ing . Dr .
Pemberton never rea l i zed the potent ia l o f the beverage he
created. He gradua l ly so ld por t ions o f h is
bus iness to var ious par tners and, jus t pr io r to h is death in
1888, so ld h is remain ing in terest in Coca-Co la to Asa G.
Cand ler , an ent repreneur
f rom At lanta . By the year 1891, Mr . Cand ler proceeded to buy
add i t iona l r ights and acqu i re complete ownersh ip and cont ro l o f
the Coca-Co la bus iness . Wi th in four years , h is merchand is ing
f la i r had he lped expand consumpt ion o f Coca-Co la to every
s tate and ter r i to ry a f ter wh ich he l iqu idated h is pharmaceut ica l
18
bus iness and focused h is fu l l a t tent ion on the so f t dr ink . Wi th
h is brother , John S . Cand ler , John Pemberton ’s fo rmer par tner
Frank Rob inson and two other assoc ia tes , Mr . Cand ler fo rmed a
Georg ia corporat ion named the Coca-Co la Company. The
t rademark “Coca-Co la ,” used in the marketp lace s ince 1886,
was reg is tered in the Un i ted States Patent Of f i ce on January 31 ,
1893.
The bus iness cont inued to grow, and in 1894, the f i r s t syrup
manufactur ing p lant outs ide At lanta was opened in Da l las ,
Texas . Others were opened in Ch icago, I l l ino is , and Los Ange les ,
Ca l i fo rn ia , the fo l lowing year . In 1895, three years a f ter The
Coca-Co la Company’s incorporat ion , Mr . Cand ler announced in
h is annua l repor t to share owners that “Coca-Co la i s now drunk
in every s tate and ter r i to ry in the Un i ted States .”
As demand for Coca-Co la increased, the Company qu ick ly
outgrew i ts fac i l i t ies . A new bu i ld ing erected in 1898 was the
f i r s t headquarters bu i ld ing devoted exc lus ive ly to the
product ion o f syrup and the management o f the bus iness . In the
year 1919, the Coca-Co la Company was so ld to a group o f
investors fo r $25 mi l l ion . Rober t W. Woodruf f became the
Pres ident o f the Company in the year 1923 and h is more than
s ix ty years o f leadersh ip took the bus iness to unsurpassed
he ights o f commerc ia l success , mak ing Coca-Co la one o f the
most recogn ized and va lued brands around the wor ld .
2.2: HISTORY OF BOTTLING
19
Coca-Co la or ig inated as a soda founta in beverage in 1886
se l l ing for f ive cents a g lass . Ear ly growth was impress ive , but
i t was on ly when a s t rong bot t l ing system deve loped that Coca-
Co la became the wor ld - famous brand i t i s today .
YEAR WISE HISTORY OF BOTTLING:
Year 1894: A modest start for a bold idea
In a candy s tore in V icksburg , M iss iss ipp i , b r i sk sa les o f the new
founta in beverage ca l led Coca-Co la impressed the s tore 's
owner , Joseph A . B iedenharn . He began bot t l ing Coca-Co la to
se l l , us ing a common g lass bot t le ca l led a Hutch inson.
B iedenharn sent a case to Asa Gr iggs Cand ler , who owned the
Company. Cand ler thanked h im but took no act ion . One o f h is
nephews a l ready had urged that Coca-Co la be bot t led , but
Cand ler focused on founta in sa les .
Year 1899: The f i rst bott l ing agreement
Two young at torneys f rom Chat tanooga, Tennessee be l ieved
they cou ld bu i ld a bus iness around bot t l ing Coca-Co la . In a
meet ing w i th Cand ler , Ben jamin F . Thomas and Joseph B .
Whi tehead obta ined exc lus ive r ights to bot t le Coca-Co la across
most o f the Un i ted States for a sum of one do l la r . A th i rd
Chat tanooga lawyer , John T . Lupton, soon jo ined the i r venture .
Years 1900-1909: Rapid growth
The three p ioneer bot t le rs d iv ided the country in to ter r i to r ies
and so ld
bot t l ing r ights to loca l ent repreneurs . The i r e f for ts were
boosted by major progress in bot t l ing techno logy , wh ich
20
improved e f f i c iency and product qua l i ty . By 1909, near ly 400
Coca-Co la bot t l ing p lants were operat ing , most o f them fami ly -
owned bus inesses . Some were open on ly dur ing hot -weather
months when demand was h igh .
Year 1916: Birth of the Contour Bott le
Bott le rs worr ied that Coca-Co la 's s t ra ight -s ided bot t le was
eas i ly confused wi th imi tators . A group represent ing the
Company and bot t le rs asked g lass manufacturers to o f fer ideas
for a d is t inct ive bot t le . A des ign f rom the Root G lass Company
o f Ter re Haute , Ind iana won enthus ias t ic approva l . The Contour
Bot t le became one o f the few packages ever granted t rademark
s tatus by the U .S . Patent Of f i ce . Today, i t i s one o f the most
recogn ized icons in the wor ld .
Figure 2 Contour bot t le des ign
In the 1920s: Bott l ing overtakes fountain sales
As the 1920s dawned; more than 1 ,000 Coca-Co la bot t le rs were
21
operat ing in the U .S . The i r ideas and zea l fue led s teady growth .
S ix -bot t le car tons were a huge h i t s tar t ing in 1923. A few years
la ter , open- top meta l coo lers became the forerunners o f
automated vend ing mach ines . By the end o f the 1920s , bot t le
sa les o f Coca-Co la exceeded founta in sa les .
In the 1920s and 1930s: International expansion
Led by Rober t W. Woodruf f , ch ie f execut ive o f f i cer and cha i rman
o f the Board , the Company began a major push to es tab l i sh
bot t l ing operat ions outs ide the U .S . P lants were opened in
France, Guatemala , Honduras , Mex ico , Be lg ium, I ta ly and South
Af r i ca . By the t ime Wor ld War I I began, Coca-Co la was be ing
bot t led in 44 countr ies .
In the 1940s: Post-war growth
Dur ing the war , 64 bot t l ing p lants were set up around the wor ld
to supp ly the t roops . Th is fo l lowed an urgent request fo r
bot t l ing equ ipment and mater ia ls f rom Genera l E isenhower 's
base in Nor th Af r i ca . Many o f these war - t ime p lants were la ter
conver ted to c iv i l ian use , permanent ly en larg ing the bot t l ing
system and acce lerat ing the growth o f the Company 's wor ldwide
bus iness .
In the 1950s: Packaging innovations
For the f i r s t t ime, consumers had cho ices o f Coca-Co la package
s ize and type- the t rad i t iona l 6 .5 ounce Contour Bot t le , o r la rger
serv ings
22
inc lud ing 10 , 12 and 26 ounce vers ions . Cans were a lso
in t roduced, becoming genera l ly ava i lab le in 1960.
In the 1960s: Introduct ion of new brands
Spr i te , Fanta , F resca and TAB jo ined brand Coca-Co la in the
1960s . Mr . P ibb and Mel lo Ye l lo were added in the 1970s . The
1980s brought d ie t Coke and Cherry Coke, fo l lowed by PowerAde
and Fru i top ia in the 1990s . Today scores o f o ther brands are
o f fered to meet consumer pre ferences in loca l markets around
the wor ld .
In the 1970s and 1980s: Consol idat ion to serve customers
Advancement in techno logy led to g loba l economy, re ta i l
customers o f The Coca-Co la Company merged and evo lved in to
in ternat iona l mega cha ins . Such customers requ i red a new
approach. In response, many smal l and medium-s ize bot t le rs
conso l idated to bet ter serve g iant in ternat iona l customers . The
Company encouraged and invested in a number o f bot t le r
conso l idat ions to assure that i t s la rgest bot t l ing par tners wou ld
have capac i ty to lead the system in work ing w i th g loba l
re ta i le rs .
In the 1990s: New and growing markets
23
Po l i t i ca l and economic changes opened vast markets that were
c losed or underdeve loped for decades . A f ter the fa l l o f the
Ber l in Wal l , the Company invested heav i ly to bu i ld p lants in
Eastern Europe. As the century c losed, more than $1.5 b i l l i on
was commit ted to new bot t l ing fac i l i t ies in A f r i ca .
21 s t Century: Coca-Cola today
The Coca-Co la bot t l ing system grew up wi th roots deep ly
p lanted in loca l communi t ies . Th is her i tage serves the Company
we l l today as consumers seek brands that honor loca l ident i ty
and the d is t inct iveness o f loca l markets . As was t rue a century
ago, s t rong loca l ly based re la t ionsh ips between Coca-Co la
bot t le rs , customers and communi t ies are the foundat ion on
which the ent i re bus iness grows.
2.3 The Coca-Cola Bottle over the Years
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Figure 3: The Coca-Cola Bott le over the Years
2.4 Production
Ingredients
Carbonated water
Sugar (sucrose or h igh- f ructose corn
syrup depend ing on country o f o r ig in )
Caf fe ine
Phosphor ic ac id
Caramel co lor (E150d)
Natura l f lavor ings
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A can o f Coke (12 f l ounces /355 ml ) has 39 grams o f
carbohydrates (a l l f rom sugar , approx imate ly 10
teaspoons) ,50 mg o f sod ium, 0 grams fa t , 0 grams potass ium,
and 140 ca lor ies .
Formula of natural f lavorings
Coca-Co la formula :
The exact fo rmula o f Coca-Co la 's natura l f lavor ings (but not i t s
o ther ingred ients , wh ich are l i s ted on the s ide o f the bot t le or
can) i s a t rade secret . The or ig ina l copy o f the formula was he ld
in SunTrust Bank 's main vau l t in At lanta for 86 years . I t s
predecessor , the Trust Company, was the underwr i ter fo r the
Coca-Co la Company 's in i t ia l pub l i c o f fer ing in 1919. On
December 8 , 2011, the or ig ina l secret fo rmula was moved f rom
the vau l t a t SunTrust Banks to a new vau l t conta in ing the
formula wh ich w i l l be on d isp lay for v i s i to rs to i t s Wor ld o f
Coca-Co la museum in downtown At lanta .
A popu lar myth s tates that on ly two execut ives have access to
the formula , w i th each execut ive hav ing on ly ha l f the
formula The t ruth i s that wh i le Coca-Co la does have a ru le
res t r i c t ing access to on ly two
execut ives , each knows the ent i re formula and others , in
add i t ion to the prescr ibed duo, have known the formulat ion
process .
On February 11 , 2011, I ra G lass revea led on h is PR I rad io
show, Th is Amer ican L i fe , that the secret fo rmula to Coca-Co la
had been uncovered in a 1979 newspaper . The formula found
bas ica l ly matched the formula found in Pemberton 's d iary .
26
Logo design
The famous Coca-Co la logo was created by John Pemberton 's
bookkeeper , F rank Mason Rob inson, in 1885.Rob inson came up
wi th the name and chose the logo 's d is t inct ive curs ive scr ip t .
The typeface used, known as Spencer ian scr ip t , was deve loped
in the mid-19th century and was the dominant form of fo rmal
handwr i t ing in the Un i ted States dur ing that per iod .
Rob inson a lso p layed a s ign i f i cant ro le in ear ly
Coca-Co la adver t i s ing . H is promot iona l suggest ions to
Pemberton inc luded g iv ing away thousands o f f ree dr ink
coupons and p las ter ing the c i ty o f At lanta w i th pub l ic i ty
banners and s t reetcar s igns .
2.5 Brand Portfolio:
This is a list of variants of Coca-Cola introduced around the world. In addition to
the caffeine-free version of the original, additional fruit flavors have been
included over the years. Not included here are versions of Diet Coke and Coca-
Cola Zero; variant versions of those no-calorie colas can be found at their
respective articles.
27
NameLaunched
Discontinued
Notes Picture
Coca-Cola 1886The original version of Coca-Cola.
Caffeine-Free Coca-Cola
1983The caffeine free version of Coca-Cola.
Coca-Cola Cherry
1985
Was available in Canada starting in 1996. Called "Cherry Coca-Cola (Cherry Coke)" in North America until 2006.
New Coke/"Coca-Cola II"
1985 2002Still available in Yap and American Samoa
Available in: Austria, Australia, China, Finland, Germany, Hong Kong, New Zealand, Malaysia, Sweden, United Kingdom and United States. It was reintroduced in June 2007 by popular demand.
Coca-Cola with Lime
2005
Available in Belgium, Netherlands, Singapore, Canada, the United Kingdom, and the United States.
Coca-Cola Raspberry
June 2005
End of 2005
Was only available in New Zealand. Currently available in the United States in Coca-Cola Freestyle fountain since 2009.
Only available in the United States, France, Canada, Czech Republic, Bosnia and Herzegovina, Bulgaria and Lithuania
Coca-Cola Citra
2006Only available in Bosnia and Herzegovina, New Zealand and Japan.
Coca-Cola Orange
2007
Was available in the United Kingdom and Gibraltar for a limited time. In Germany, Austria and Switzerland it's sold under the label Mezzo Mix. Currently available in Coca-Cola Freestyle fountain outlets in the United States since 2009.
Maaza: 200 ml and 250 ml Returnab le G lass Bot t le ;
500+100 ml and 1 l i t re+200 ml f ree PET bot t les and the newly
in t roduced 200 ml Tet ra Pack
200 & 250ml 600ml 200ml te t ra
Minute Maid Pu lpy Orange: 400 ml and 1 l i t re PET
bot t les
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1 l t
Schweppes Soda Water : 300ml RGB 330 ml cans , 1 l t
PET bot t les
330 ml cans , 1 l t pet 300ml
Schweppes Minera l Water : 330ml cans 750 ml PET
bot t les
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330ml cans 750 ml
Schweppes Ton ic Water : 355 ml can
355 ml 1 l t
62
Kin ley Soda Water : 300 ml re turnab le g lass bot t les ,
500+100 ml f ree and 1 .5 l i t re PET bot t les .
300,1 .5 l t . .
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CHAPTER 5: PROJECT__________________________
5.1 SALES PROMOTION
5.1.1 INTRODUCTION TO SALES PROMOTION:
MEANING:
Sa les promot ion inc ludes those sa les act iv i t ies , wh ich supp lement personne l se l l ing and adver t i s ing . I t i s a d i rect inducement that o f fers ext ra va lue or incent ive for the product . Th is incent ive may be d i rected towards the consumer or the t rade. In o ther words , promot ion s t imulates the customer to make prompt dec is ion to purchase the product . I t even in f luences them or prevents them f rom swi tch ing over to brands .
Nature of the Sales Promot ion:
Market ing - Sa les promot ion
Sales promot ion is the process of persuading a potent ia l customer to buy the product . Sa les promot ion is des igned to be used as a short - term tact ic to boost sa les – i t i s not real ly des igned to bui ld long-term customer loyal ty . Some sales promot ions are a imed at consumers. Others are targeted at intermediar ies (such as agents and wholesalers) or at the f i rm’s sa les force. When undertaking a sa les promot ion, there are several factors that a bus iness must take into account:What does the promot ion cost – wi l l the resul t ing sa les boost just i fy the investment? I s the sa les promot ion consistent with the brand image? A promot ion that heavi ly d iscounts a product with a premium pr ice might do some long-term damage to a brandWi l l the sa les promot ion attract customers who wi l l cont inue to buy the product once the promot ion ends, or wi l l i t s imply attract those customers who are a lways on the look-out for a bargain?
There are many methods of sa les promot ion, inc luding:
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Money of f coupons – customers receive coupons, or cut coupons out of newspapers or a products packaging that enables them to buy the product next t ime at a reduced pr ice
Compet i t ions – buying the product wi l l a l low the customer to take part in a chance to win a pr ize
Discount vouchers – a voucher ( l ike a money of f coupon)
Free g i f ts – a f ree product when buy another product
Point of sa le mater ia ls – e .g. posters , d isp lay stands – ways of present ing the product in i ts best way or show the customer that the product is there.
Loyal ty cards – e .g. Nectar and Air Mi les; where customers earn points for buying certa in goods or shopping at certa in reta i lers – that can later be exchanged for money, goods or other of fers Loyal ty cards have recent ly become an important form of sa les promot ion. They encourage the customer to return to the reta i ler by g iv ing them discounts based on the spending f rom a previous v is i t . Loyal ty cards can of fset the d iscounts they of fer by making more sa les and persuading the customer to come back. They a lso provide informat ion about the shopping habits of customers – where do they shop, when and what do they buy? This is very valuable market ing research and can be used in the p lanning process for new and exist ing products .
Sales promot ion i s one of the four aspects of promot ional mix (The other three parts of the promot ional mix are advert is ing , personal se l l ing , and publ ic i ty /publ ic re lat ions . ) Media and non-media market ing communicat ion are employed for a pre-determined, l imited t ime to increase consumer demand, st imulate market demand or improve product avai labi l i ty . Examples: Inc lude contests , coupons , f reebies , loss leaders , point o f purchase displays, premiums, pr izes, product samples , and rebatesSales promot ions can be d i rected at the customer , sa les staf f , or d is t r ibut ion channel members (such as reta i lers ) . Sa les promot ions targeted at the consumer are ca l led consumer sa les promot ions. Sa les promot ions targeted at reta i lers and wholesa le are ca l led t rade sa les promot ions. Many
65
consider some sale promot ions, part icu lar ly ones with unusual methods, g immicks.
Sales promot ion inc ludes several communicat ions act iv i t ies that attempt to provide added value or incent ives to consumers, wholesalers , reta i lers , or other organizat ional customers to st imulate immediate sa les . These ef forts can attempt to st imulate product interest , t r ia l , or purchase. Examples of devices used in sa les promot ion inc lude coupons, samples, premiums, point -of -purchase (POP) d isp lays, contests , rebates, and sweepstakes.
Sa les Promot ion
Consumer sa les Trade sa les promot ions promot ions
5.1.2 Consumer sales promotion techniques
Pr ice deal : A temporary reduct ion in the pr ice, such as happy hourLoyal Reward Program: Consumers co l lect points , mi les , or credi ts for purchases and redeem them for rewards. Two famous examples are Pepsi Stuf f and AAdvantage.Cents-off deal : Of fers a brand at a lower pr ice. Pr ice reduct ion may be a percentage marked on the package.Price-pack deal: The packaging of fers a consumer a certa in percentage more of the product for the same pr ice ( for example, 25 percent extra) .Coupons: coupons have become a standard mechanism for sa les promot ions.Loss leader: the pr ice of a popular product is temporar i ly reduced in order to st imulate other prof i table sa lesFree-standing insert (FSI): A coupon booklet is inserted into the local newspaper for del ivery.On-shelf couponing : Coupons are present at the shel f where the product is avai lable.Checkout dispensers: On checkout the customer is g iven a coupon based on products purchased.
66
Sales Promotion
On-l ine couponing : Coupons are avai lable onl ine. Consumers pr int them out and take them to the store.Mobile couponing: Coupons are avai lable on a mobi le phone. Consumers show the of fer on a mobi le phone to a sa lesperson for redemption.Online interactive promotion game: Consumers p lay an interact ive game associated with the promoted product . See an example of the Interact ive Internet Ad for tomato ketchup.Rebates: Consumers are of fered money back i f the receipt and barcode are mai led to the producer .Contests/sweepstakes/games: The consumer is automat ica l ly entered into the event by purchasing the product .
Point -of -sa le d isp lays: -A is le interrupter : A s ign that juts into the a is le f rom the shel f .Dangler : A s ign that sways when a consumer walks by i t .Dump bin: A b in fu l l o f products dumped ins ide.Glor i f ier : A smal l s tage that e levates a product above other products .Wobbler : A s ign that j igg les.L ipst ick Board: A board on which messages are wr i t ten in crayon.Necker: A coupon p laced on the 'neck' of a bott le .YES uni t : "your extra sa lesperson" is a pul l -out fact sheet .E lectro luminescent: So lar -powered, animated l ight in mot ion.K ids eat f ree specia ls : Of fers a d iscount on the tota l d in ing b i l l by of fer ing 1 f ree k ids meal wi th each regular meal purchased.
Trade sales promotion techniques
Trade al lowances: short term incent ive of fered to induce a reta i ler to stock up on a product .Dealer loader: An incent ive g iven to induce a reta i ler to purchase and d isp lay a product .Trade contest: A contest to reward reta i lers that se l l the most product .Point-of-purchase displays : Used to create the urge of " impulse" buying and sel l ing your product on the spot .Training programs: dealer employees are t ra ined in se l l ing the product .Push money: a lso known as "spl i f fs" . An extra commiss ion paid to reta i l employees to push products .
67
Trade d iscounts (a lso ca l led funct ional d iscounts) : These are payments to d istr ibut ion channel members for performing some funct ion.
.
5.2 Sales Promotion Strategies:
There are three types of sa les promot ion strategies: Push , Pul l , or a combinat ion o f the two.
A push strategy involves convinc ing trade intermediary channel members to "push" the product through the d istr ibut ion channels to the u l t imate consumer v ia promot ions and personal se l l ing ef forts . The company promotes the product through a resel ler who in turn promotes i t to yet another resel ler or the f ina l consumer. Trade-promot ion object ives are to persuade reta i lers or wholesalers to carry a brand, g ive a brand shel f space, promote a brand in advert is ing, and/or push a brand to f ina l consumers. Typica l tact ics employed in push strategy are: a l lowances, buy-back guarantees, f ree t r ia ls , contests , specia l ty advert is ing i tems, d i scounts , d isp lays, and premiums.
A pull strategy at tempts to get consumers to "pul l " the product f rom the manufacturer through the market ing channel . The company focuses i ts market ing
68
communicat ions ef forts on consumers in the hope that i t s t imulates interest and demand for the product at the end-user level . Th is strategy is of ten employed i f d istr ibutors are re luctant to carry a product because i t gets as many consumers as poss ib le to go to reta i l out lets and request the product , thus pul l ing i t through the channel . Consumer-promot ion object ives are to ent ice consumers to t ry a new product , lure customers away f rom compet i tors ’ products , get consumers to " load up" on a mature product , ho ld & reward loyal
customers, and bui ld consumer re lat ionships. Typica l tact ics employed in pul l s t rategy are: samples, coupons, cash refunds and rebates, premiums, advert is ing specia l t ies , loyal ty programs/patronage rewards, contests , sweepstakes, games, and point -of -purchase (POP) d isp lays.
Car dealers of ten provide a good example of a combination strategy . I f you pay attent ion to car dealers ' advert is ing, you wi l l o f ten hear them speak of cash-back of fers and dealer incent ives.
5.3: OBJECTIVE OF THE STUDY
The main object ive of th is study l ies in studying and understanding the present of fers and schemes provid ing by the Coca-Cola and how much reta i ler sat is fy ing with present of fers .
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CHAPTER 6 METHODOLOGY______________________
6.1 RESEARCH METHODOLOGY
6.2 DATA ANALYSIS
6.1 RESEARCH METHODOLOGY
This research involved a study, which was descr ipt ive
as wel l as explorat ive in nature i t bas ica l ly a ims at
gather ing data about how the coca-cola scheme
play ing in the mind of shopkeepers & consumer.
METHODS OF DATA COLLECTION:
THERE ARE TWO TYPES OF DATA
1. Pr imary data
2. Secondary data
1) Primary data col lect ion : Primary data can be
col lected by three methods.
70
a) Observat ion
b) Exper iment
c ) Surveys
But here, only surveys method of data co l lect ion is preferred which is very su i table to reach the researcher motto.
A. Research instrument: Pr inted Quest ionnaire was
used as the research instrument to co l lect the required
informat ion.
B. Area of surveys: The survey was conducted in
d i f ferent locat ion of V izag c i ty .
Sampling plan: sampl ing plan consists of
I . Sampling unit : The reta i ler of Grocery shop,
general store, bete l shop, and medic ine store was
se lected f rom di f ferent p laces of V izag.
II . Sampling size : 200 Out lets .
III . Sampling procedure : Simple random sampl ing
procedure was fo l lowed
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IV. Sampling method : Data were co l lected by
reta i ler survey. The reta i lers are d i rect ly contacted
and interv iewed at thei r reta i l counter .
2) Secondary data collection : As secondary data
were not avai lable with shopkeepers as wel l as
stockiest , so these were co l lected f rom company
records.
6.2 ANALYSIS OF DATA
DATA ARE COLLECTED FROM DIFFERENT LOCATION OF VIZAG
L IKE:
1. Kancharapalem
2. Akkayapalem
3. H.B.Colony
4. Rushikonda
5. Mithilapuri Colony
6. P.M.Palem
7. Madhurawada
8. Carshed
9. Pendurthi
10. Chinamushidiwada
11. Gopalapatnam
12. N.A.D
13. Marripalem
And few more places…
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SURVEY ANALYSIS
THE SURVEY WAS CONDUCTED IN DIFFERENT
LOCATION OF VIZAG. A TOTAL SURVEY OF 200
OUTLETS WAS CONDUCTED.
OBSERVATION
1. I visited about 200 outlets.
2. Out of 200 shops covered in different areas, I
focused on covering different shops according to
location, so that I can know where coca-cola products
have the best penetration. Among the shop covered,
17% were on the chaurastha, 35% were on the main
road, 28% in the market and 20% were near a
residential area.
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3. I assigned the various shops covered into different
categories. The various categories covered were
Grocery, Confectionary, Bakery, Juice Shops, Ice Cream
parlors, Restaurant, Food Points, P.C.O, Dairy, and Pan
Shops.
6.3 FINDINGS
1. Which type of promot ions do you l ike?
A) Volume L inked SchemesB) Cash Discount Schemes C) G i f ts on Target Achievement
74
25
65
5
A B C
Interprtat ion:
As per the above quest ion most of the reta i lers l ike cash
d iscounts on their each purchase f rom the company. In my
survey most of the out lets are grocer ies so their sa le is
l imited when there is no need of more volume they don’t
want other two schemes.
So as per my study i f company want to
launch scheme better i t should be a cash d iscount type.
2. Are you receiv ing suf f ic ient d isp lay mater ia l f rom coke?
A) Yes B) No
75
25
75
A B
Interpretat ion:
For th is quest ion most of the reta i ler ’s compla int ing about
they are not receiv ing any k ind of d isp lay mater ia ls very few
are sat is fy ing with our d isp lay mater ia ls so company should
concentrate about d isp lay .
3 .Which type of premiums do you l ike?
A) Luggage bags B) K i tchen ware
C) Accessor ies D) Cash Voucher
76
55
2
88
A B C
D
Interpretat ion:
L ike as a 1 s t quest ion most of the reta i lers l ike Cash
Vouchers only af ter that they preferred Luggage bags and
Ki tchenware .
4. Are you gett ing a l l the d iscounts or pr izes as per company promised?
A) Yes B) No
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30
70
A B
Interpretat ion:Maximum reta i lers sa id no.Example: Consumer having RGB in out let and he get something on backs ide of the crown that is not gett ing f rom the company th is was the major compla int f rom the reta i ler .
5 . Compar ing with others how is coke promot ion p lans?
A) Very Good B) Good C) Bad D) Worst
78
55
2
88
A B
C D
Interpretat ion:
To say f rankly coke does not provid ing good promot ions to reta i lers as wel l as to the customer so major of the people were sa id against to the company.
6. What are the peak sel l ing hours of th is out let?
A) 10am-1pm B) 2pm- 6pm C) 6pm-10pm D) Any other
79
30
1050
10
A B
C D
Interpretat ion: Coming to the peak hours actual ly i t dependes on the type of the out let and i ts locat ion as per my survey major peak hours are 10am to 1pm between and again 6pm to 10pm between remain ing t ime there is no that much customer v is i t so sa le was down in the remain ing hours .
7) Which is the most se l l ing pack in your out let?
80
5
55
30
10
3
20
Coca Cola Thumsup Sprite
Maaza Fanta Limca
Interpretat ion:
Coming to most se l l ing brand in V izag c i ty Thumsup occupied major market more then hal f percentage of market share is grabed by Thumsup only af ter that Spr i te is the 2 n d major se l l ing brand f rom the coke after those L imca and Maaza l is ted.
8. Are consumers sat is f ied with the var iety of packs of fered?
81
A) Yes B) No
98
2
A B
Interpretat ion:
What ever the present var iet ies coke had in the market with those consumers are very much happy. For th is quest ion maximum people sa id yes. Coke gett ing more apprec iat ion in th is concept .
9. Which pack se l ls the most?
82
A) Glass bott le B) PET bott leC) CAN D) Tetra
60
30
73
A B
C D
Interpretat ion:
Coke got the b ig market f rom RGB and PET bott les . That too in RGB sector 200ml was the most se l l ing pack. Coming to PET bott les a l l have the equal share but 600ml was l i t t le b i t h igh sa le when compar ing with 1 l t r 1 .5 l t r and 2 l t r paks.
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10. Which companies s ignage do you have at your out let?
A) Coca Cola B) PepsiC) Own D) Other
10
10
60
20
A B
C D
Interpretat ion:In th is category coke stands in a bad pos i t ion coke not provid ing s ign boards in th is s ignage sect ion others and owned boards are more.
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11. Which companies v is i -cooler do you have in your out let?
A) Coca Cola B) PepsiC) Own D) Both
6020
5
15
A B C
D
Interpretat ion:
Coming to v is i coolers coke doing wel l job a lmost 60% of the out lets are us ing coke coolers only . Even customer got a chance where he can choose d i rect ly f rom our cooler .
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6.4 SUGGESTIONS:
Tak ing the above ana lys is in to cons iderat ion , the fo l lowing
po ints can be regarded for fur ther sa les promot ion:
Present coca-co la o f fers are very much l imi ted so need
improvement on schemes.
In some areas our serv ice was l i t t le b i t down l ike
gopa lapatnam, s imhacha lam ra i lway s tn areas…
When compar ing w i th Peps i re ta i le r o f fers very much
less in Coke, to keep them Coke need a bet ter p lans .
Some t imes Coke does not meet ing market requ i red
supp ly .
More promotional offers have to be introduced
Market developers should be given some amount which can be used to
provide credit facility to some retailers.
Market developers and sales people should work together
Install Fountain Machine at different locations. It will be helpful in generating
impulse purchase and also as awareness about the products of the company
among the consumers
Many customers prefer to have coffee or tea so Coca-Cola can launch its
Georgia coffee vending machines. As many retailers are having either Nestea or
other this will be a success.
The Company employees should make direct contact with the consumers,
so that they may aware with real situation of the market and consumers attitude
towards the product. For this they can arrange awareness camps in different
locations.
Delivery should be done more quickly.
Gifts should be given to certain retailers who sells large quantities of goods.
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Chapter 7 Conclusion Bibliography Annexure
CONCLUSION
EVERY THING IN THIS WORLD IS MADE TO UTILIZE PROPERLY BUT IT
SHOULD BE REACH AT THE PROPER PERSON OR TO THE PROPER
UTILIZED AREAS. OTHERWISE THE VALUE ADDED TO THOSE THINGS
BECAME IN VEIN.
AS THERE IS A PROVERB THAT,
“FAR FROM EYE, FAR FROM HEART”
THUS MARKETING ROLE PLAYS A VERY IMPORTANT ROLE IN
ACHIEVING THE OBJECTIVES OF A COMPANY. UNDOUBTLY, VALUE
UTILITY IS CREATED BY THE MANUFACTURE OF PRODUCT OR SERVICE
BUT TIME AND PLACE UTILITIES ARE CREATED BY MARKETING ROLE.
ACCORDING TO DRUCKER, “BOTH THE MARKET AND THE
DISTRIBUTION CHANNELS ARE OFTEN MORE CRUCIAL THAN THE
PRODUCT”.THEY ARE PRIMARY AND THE PRODUCT IS SECONDRY. IN AN
ECONOMY LIKE THAT OF INDIA, WHERE MARGINAL SHORTAGES CAN
LEAD TO DISPROPORTATION DISTORTION IN PRICES, A DEPENDABLE
AND EFFICIENT DISTRIBUTION SYSTEM IS VERY MUCH ESSENTIAL. THE
DISTRIBUTION SYSTEM CREATES A VALUE ADDED TO ALL MOST ALL
PRODUCTS.
ALL FROM THE ABOVE STUDY NOT WITHSTANDING ITS RESTRUCTING
EFFORTS PEPSI IS STILL FAR AWAY WITH ITS GREAT COMPETITOR LIKE